There was a time when influencer marketing was a chore because you had to do all your research manually. It’s not as if you could simply look up a directory for “influencer” in the same way you could a plumber or carpenter. This made businesses nervous, wondering whether they could match the massive returns from influencer marketing that they had read about. How can you guarantee a positive ROI to your boss when you couldn’t even tell him who the best influencers were? Luckily, we’ve got around this problem, thanks to a wide range of influencer marketing software tools that have been developed in response to the problem.
Although the first tools focused on influencer search and discovery, more recent tools have added additional features such as Relationship Management, Campaign Management, an Influencer Marketplace, Third Party Analytics, and Influencer Content Amplification.
23 Influencer Marketing Software Tools to Grow Your Business:
The rebranded Aspire IQ offers a wide variety of influencer marketing software tools over all the main social networks. It began with a discovery engine and then added campaign management tools. It features a particularly strong search function.
Aspire IQ makes it easy to identify high performing influencers and then includes the other tools required to manage their campaigns. It includes a recommendation engine that points out similar influencers to the ones you’ve worked with. Aspire IQ offers three levels of service to access the platform. In all cases, pricing is customized and requires a yearly commitment.
Talkwalker began in 2009, when they developed listening and analytics tools for companies to make the best of their social media. More recently, Talkwalker expanded its offerings with a new product—Influencer One.
The platform has an impressive discovery feature, excellent relationship management tools, and useful analytics. Influencer One is a good fit with brands using influencer marketplaces or purpose-built campaign management tools. Their database of over 6 million influencers is backed by the reams of data Talkwalker’s analytics has collected and indexed over the years.
Tagger Media is an opt-in marketplace with over 1 million influencers in their database. You can perform advanced searches on a database of influencers, finding ones who you might like to work with. You can create campaigns that open only to those that you invite or make them open, so anyone can apply. Tagger Media also lets you manage all the influencers and their content submissions easily. You can also analyze the performance of all posts and influencers and determine your ROI if any.
Tagger isn’t just indexing relevant data making it searchable; it’s built on a social listening feature that analyses what people are talking about to understand their interests and affinities. Searches for influencers offer over 50 filters to refine results.
Tagger Media’s management dashboard is chock full of ways to organize all your marketing efforts—influencer can be organized into groups, even within the same campaign.
Analisa is different from most of the influencer marketing software tools covered here because it places its focus purely on collecting, analyzing, and interpreting influencer data. This means that even small businesses who can’t afford a full influencer marketing solution can at least access relevant analysis of influencer performance.
There are two kinds of reports you can run with Analisa. Running an @Account report can give you in-depth analysis on an influencer’s profile and activity, while #Hashtag reports can be used to monitor campaigns. For each report, you’ll get a variety of analytics to help you gain deeper understandings of the subject. The #Hashtag report allows you to see which influencers performed the best, and which ones you’ll probably want to pass on next time around.
Dovetale’s first listed tool encourages brands to start with research. There are five data points, with visualizations, that Dovetale allows you to monitor, both from your own accounts and your competitors’: followers growth, engagement, gender, locations, and age. All the same data is visualized and color-coded. The Monitor feature includes a social listening module, identifying potential influencers who are engaging with your (and your competitors’) posts.
It features a highly detailed influencer discovery engine, particularly when you do an Advanced Search.
Fanbytes is the only influencer marketing tool designed for Snapchat, although it has also expanded to include Instagram and TikTok. It is very youth-oriented, with the average age of a Fanbytes employee being 21.
Fanbytes creates the “sandwich ad” - where the ad itself is sandwiched in between short videos of an influencer introducing and then commenting on the ad. Then the fourth panel contains a call to action of some kind, using swipes and/or snap codes to lead the viewer to other content or offers. The Sandwich Ad is no more than 40 seconds long, with each panel lasting up to 10 seconds. Although the template for the Sandwich Ad dictates the function, what brands can do with it is highly customizable.
There’s no discovery or campaign management to find here. HypeAuditor is a vast database powered by artificial intelligence that’s indexed nearly 3 million Instagram profiles so far and continues to grow every day. It provides sufficient analytics to avoid fraud ID, but the analytics go deeper than that, giving brands and agencies very detailed insights into influencers and their audiences.
HypeAuditor is focused on audience quality. There are 28 different metrics and scores, giving users a thorough understanding of who they’re dealing with. It all starts with the Audience Quality Score (AQS).
Unlike most influencer tools, HypeAuditor works on a Pay-As-You-Go model, no subscription required. You pay for tokens up front, and each token gets you one influencer report.
HYPR takes a data first approach to influencer marketing. It tracks over a billion social media users every week to generate a “living and breathing” index - one that updates regularly so that you can see which influencers impact which audiences now.
The front-end for HYPR sits atop a massive database of 12 million influencers. HYPR’s team of software engineers and data scientists built sophisticated algorithms to parse through billions of social media posts and index all the information they can collect.
HYPR has continued to innovate, introducing tools that focus on automation, including: influencer list creation, audience overlap, audience quality measurement, historical content scan to discover racism, nudity and other, audience targeting by DMA, automated outreach and campaign opt-in, performance tracking with audience demographics and per post anti-fraud technology, and automated payments.
HYPR says its end game is full automation from A-Z.
Ifluenz operates as an Instagram influencer marketplace. Their chief differentiator is that the vetting process doesn’t stop once an influencer has been accepted onto the platform. Built into the tool is an algorithm that monitors each influencer account to look for irregularities—like sudden spikes in followers and engagement—that could be indicators of fraud.
Ifluenz has one of the cleanest, more attractive interfaces we’ve seen. It was designed so that it could be used by absolute beginners with as small a learning curve as possible. You log in, complete your business’s profile, and then you’re walked through the campaign setup process.
Influencer is robust and impressive, with plenty of tools to help marketers manage their influencer campaigns from start to finish. By branding themselves as a company run by Generation Z creators, Influencer became more attractive to influencers.
Because Influencer is managed by its creators, it is not yet global. It is UK-based, with an emphasis on Europe.
It collects much data, with a focus on the psychographics of audiences and creators, showing brand affinities, interests, and hobbies.
Julius has grown from a purpose-built influencer discovery engine to a full-fledged self-service marketing suite. There are nearly 120,000 vetted influencers in its database. They offer influencer search and discovery, influencer relationship management, and influencer analytics.
Julius has built a robust suite of campaign management tools. It is now all-in-one, appealing to both brands and agencies.
Unlike other search platforms, you pay an annual fee for Julius—there is no monthly option. The specific price you’ll pay depends on the number of users you want to give access to the software. Each case is different.
Klear grew out of Twtrland as a way to discover influential users and learn about their audiences. Although it began with just Twitter, before long, it had added Facebook and Instagram. They have about 900 million influencers in their database. Klear divides these influencers into over 60,000 topic categories and offers deep analytics about their audiences’ demo- and psychographics.
Over time they’ve added campaign management and tracking, along with some basic listening tools to monitor competitors.
Klear is ahead of the game on many levels: its interface is dynamic, easy to look at, and responsive; the data they offer is as robust and deep as you can possibly get at this point; the “Monitors” feature is a fantastic research tool in its own right, but also enhances discovery; that enhancement means influencer discovery manages to somehow be quick, painless, and accurate despite having an abundance of choice available on the platform.
Lefty has all the looks of an influencer marketplace that’s trying to refine the idea of what a marketplace can be. Like a true discovery tool, Lefty’s influencers are found by algorithms that comb through Instagram, indexing all the accounts that meet the minimum reach of 3,500 + followers. This data is monitored and updated in real time, and their AI engine categorizes the content and indexes the profiles of 5 million influencers.
The best part of sorting this way is that the platform tells you why the influencers being displayed are relevant.
The Seeding service, included in the Pro plan and above, streamlines the process of getting your product out to influencers who can then review it or feature it in a post.
Lumanu is a different influencer tool when compared to most in this list in that it specialized in influencer content amplification on Facebook and Instagram. It doesn’t include a content discovery tool. Therefore, Lumanu is designed to act as a standalone, purpose-built tool that complements whatever platform brands are currently using.
Lumanu acts as a dashboard for all your influencers and their content to convert your influencer content into Facebook and Instagram ads. It acts as a frontend for deploying these ads—you create the ads, set your budget, and push everything through your influencer accounts to Facebook and Instagram directly from within Lumanu.
The idea behind Mavrck cleverly flips the usual process on its head: instead of finding influencers to get us more customers, we find customers and turn them into influencers.
Mavrck works by connecting with your existing digital presences. You can set up a white-labeled standalone microsite or use it as a plugin with your current website, mobile app, and even email newsletter. Customers log in to your site using their Facebook profile, at which point Mavrck grabs all the public and opt-in data associated with the account. The customer’s influence is measured by all the standard metrics for reach and engagement. At this point, a determination is made about how influential this customer might be and is automatically activated into a campaign that he/ she’s qualified for.
All that content the influencers create on your behalf is designed to get people back to your site to register or buy something.
Narratrs is an influencer marketplace, focusing on Facebook and Instagram, that also offers campaign management and third-party analytics. Narratrs sets itself apart from its competitors with its user interface and the behind-the-scenes process of recruiting talent.
Anything involving data—or the analysis of data—is presented in an entirely user-friendly way. Influencer profiles are data rich but clear and easy to understand. The same can be said for post-campaign analytics.
Narratrs built its database of influencers through active recruitment, ensuring that they were good fits for the geographical areas they serve.
NeoReach uses an influencer database containing more than 3 million people. An influencer search begins with a keyword, and NeoReach searches through all its influencers and their posts finding a match. You can then refine your search results using a variety of demographic and psychographic factors.
The interface is clean, and working with search results is all straightforward, even with the wealth of information attached to each profile.
NeoReach isn’t just a search engine, though. It also includes all the campaign management tools you need to keep up with your marketing efforts. The platform acts as a centralized communications hub. The reporting out of NeoReach doesn’t just give you the basic stats of reach, engagement, and views—it also drills down into the demographics of your reach and calculates ROI.
One of Open Influence’s key differentiators is its emphasis on images. Open Influence’s AI uses image recognition to label images with descriptors, all of which become searchable. By having the AI label, the content directly, it’s a much shorter route to find what you’re looking for. Open Influence does a great job of turning style into something you can search for.
Functionally, the software is fluid and intuitive—every feature and bit of data is always close at hand.
As it’s priced now, Open Influence is not a tool for small businesses. However, at the Enterprise level, Open Influence is a real winner.
Peg’s sole focus is on YouTube. It is now a fully functional, influencer marketing platform that aims to do things differently. Peg’s focus is on quality over quantity, which never happens quickly, and so subscriptions are sold on either a six- or twelve-month basis.
Peg does a lot of the same things that the marketplaces do. You navigate around and see that you have the option of searching for influencers, creating and managing campaigns, inviting influencers to participate, messaging influencers, etc. However, Peg only works with 33,000 influencers, who meet its stringent criteria. Peg works in the background parsing all influencers’ content and assigning them a “Safety Score.”
Popular Chips offers a mix of influencer search and discovery and third-party analytics. It has an unmatched ability to parse and visualize truckloads of data that are useful to marketers. The number of tokens you have determines the number of influencers you can run reports on simultaneously—each token gets you up to 13 reports for a single influencer.
Searching for influencers looks and feels much like any other influencer marketing tools. The demographics search is far more precise than much of the competition, however. You’ll be able to see at a glance the percentage of a potential influencer’s audience that’s fake or inactive, and the best time to post content if you work with them (based on their past performances).
When you create campaigns, you have the option to add in KPIs for performance, such as how many likes you want, or what your target is for the Cost per Engagement. Popular Chips can measure these KPIs against your actual performance in an easy-to-read side-by-side comparison.
Stellar is, at its heart, a productivity app that you can use as the foundation for multi-million-dollar influencer marketing campaigns. The tool’s goal is replacing those old spreadsheets that people use to organize their influencers.
There are three different sections of the tool to navigate to: Influencers, Groups, and Reports. The first section, Influencers, is where you can add your influencers. This isn’t a discovery tool. It assumes you’ve already got a list of influencers. Once you’ve got your influencers all added in, you can then start to organize them into groups. You can also add influencers to groups in the Groups section.
The final section, Reports, is what seals the deal in favor of Stellar. You’ll primarily run reports on your own campaigns, but there’s nothing to stop you from monitoring your competitors, too.
Traackr has been around since 2008 and is one of the “old timers” of influencer marketing. Currently, the company specializes in influencer relationship management, and they’ve built out an impressive set of online tools towards that end.
The influencer discovery function offers a dizzying number of options to search and filter by, including topic keyword, locations, languages, influencer age and gender, brand affinities, and social channel.
Traackr offers plenty of space to customize the data you store about influencers. All communications are stored on Traackr.
It includes a social listening tool that lets you track influencer content in real time. Another useful tool is the network visualization map, which shows you how influencers are connected to other people both in and out of your network.
Upfluence offers influencer search and discovery, along with campaign management for the main social networks and blogs. There are five levels of service, each with a monthly fee (but sold on an annual basis).
Upfluence has a massive database of 2.7M+ influencers in 250+ industries. You can search for trending social media influencers and blogs with their advanced search criteria. Find the right fit for your target audience using 20 quantitative & qualitative filters.
All email correspondence is archived into Upfluence for easy reference—all team members have visibility into any message sent to or from each influencer.
It also includes a social listening component that is more flexible than most.